According to UNICEF, a child dies from pneumonia or diarrhoea every 23 seconds somewhere in the world. Handwashing with soap is one of the most effective ways of helping to reduce the spread of such diseases, and teaching consumers about this life-saving fact has been Lifebuoy’s mission for more than 100 years.
Outreach education programmes have long been part of this process, with Lifebuoy campaigns visiting schools and villages across its markets to remind communities to wash their hands at key points during the day. Before eating, for example, or after using the toilet.
The approach worked well, but things would have to change to bring those vital handwashing messages to vast new audiences.